Bringing an iconic brand back to the family
A beloved beverage finds new energy in symbols of family life.
Years of cultural transformation had left Minute Maid struggling to find its stable footing in the 21st century market. As millennials started to build families of their own, however, an opportunity emerged for the brand to update its “everyday family” image.
During extensive interviews, we probed into the hopes and aspirations of this new generation of American families. We discovered that within an accelerated society, consumers valued slowing down and focusing on their family more than ever. Thus, Minute Maid could reassert its familial image by championing everyday moments with one’s family.
With our newfound consumer insights, we produced a vision for the brand that will help inform its communications messaging for years to come.